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C9. PROMOTION - INTEGRATED MARKETING COMMUNICATION (IMC) - Coggle Diagram
C9. PROMOTION - INTEGRATED MARKETING COMMUNICATION (IMC)
Promotion
: is defined as the activities that
communicate
the merits of the product &
persuade
target cus. to buy it.
6 steps in developing effective marketing communication
Design the message
: Message content, Message format.
Choose the media
: Personal & Non-personal.
Determine the communication objectives
: Awareness -> Knowledge -> Liking -> Preference -> Conviction -> Purchase
Select the message source
: how the audience views the communicator.
Identify the target audience
: What, How, When, Where, Who.
Collecting feedback
: measuring behavior resulting from the behavior.
5 major promotion tools
Direct marketing
(Sales)
: making direct connections. Ex: Catalog, Telemarketing, Kiosks.
Personal selling
(Sales)
: personal presentation -> making sales & building cus. relationships. Ex: Sales presentations, Trade shows, Incentive programs.
Sales promotion
(Sales)
: short-term incentive. Ex: Discounts, Coupons, Displays, Demonstrations.
Public relations
(Branding)
: building good relations. Ex: Press releases, Sponsorship, Special events, Web pages.
Advertising
(Branding)
: promotion by an
identified sponsor
. Ex: Broadcast, Print, Internet, Outdoor.
Integrated marketing communications (IMC)
(cùng lúc)
: Carefully integrating & coordinating the company's many communications channels -> a clear, consistent & compelling message
Promotion mix (Marketing communications mix)
(>2tools)
: The specific blend of promotion tools -> persuasively communicate cus. value & build cus. relationships.
Promotion mix strategies
PUSH strategy
: calls for using the sales force and trade promotion to push the product through channels. The
producer
promotes the product to channel members who in turn promote it to final consumers. Producer -> Wholesaler/ Retailer -> Consumers
PULL strategy
: calls for spending a lot on consumer advertising and promotion to induce
final consumers
to buy the product, creating a demand vacuum that “pulls” the product through the channel. Producer -> Consumers -> Wholesaler/ Retailer -> Producer